Find out what people are searching for in your industry, and then provide relevant free content, says expert Adam Franklin.

While a Google representative wasn't available to comment, Bluewire Media marketing manager Adam Franklin said the search for information on cessation could also indicate that a large number of people were facing retirement age.

"A lot of baby boomers are getting to that stage where they're looking at winding up," he said.

Online interest in franchising continued to grow. Last year, 'franchise' was the fourth most searched term, this year moving up to second spot.

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'Working from home' remained a highly popular search term, while 'starting a business' and 'fast money' were also in the top 10.

There were also plenty of online searches on Australian company numbers.

The term 'wax seal' was also surprising popular while party planning business Lorraine Lea Linen came in fifth in the fastest rising search category.

Lorraine Lea's digital communications manager, Tracey Ellett, said the Google success was likely due to their increased presence on social media throughout the year, plus continued growth in the business itself.

The linen business had begun to place more emphasis on Facebook, as well as encouraging its 1400 consultants to start their own Facebook pages publicising the brand, Ellett said.

"My role with that (main Facebook) page is really not getting the likes but getting the interaction, getting people connected," she said.

Ellett said interaction was particularly important after changes to Facebook where businesses users interact with regularly appear higher in their feed. Lorraine Lea has a number of tactics to get social media users liking and commenting.

"If you offer to give away a prize, they'll definitely interact," she said.

Among other things, Lorraine Lea posts photos of new ranges, encourages customers to send in their own photos, posts photos and urges its consultants share tips on topics including caring for and cleaning linen.

Bluewire Media's Adam Franklin said small businesses wanting to be searched for needed to have a clear strategy, and they could start by searching for popular terms on Google Trends.

"It's really a matter of working out what people want to find out more about. If we know people are searching how to make money or working from home, if your business is based around that, (you need to be) publishing content around that," he said.

That content should be "remarkable" and provide real value to your potential customer, Franklin said. Ebooks or online guides that could be downloaded for free were a good way to start.

"You've almost got to feel like you're giving away too much. That's the way to start that trust process."